Gallo moves away from E&J

The Gallo family has dropped the Ernest & Julio in its name and introduced the name Gallo Family Vineyards, ahead of its 75th anniversary in 2008.

The transition of Ernest & Julio Sierra Valley, Turning Leaf and other labels to Gallo Family Vineyards is underway in the US, and new packaging for its entire range has now been unveiled in the UK.

The change may seem superficial but, for the still amily-owned and family-run company, it is fundamental. The move reflects the current state of play within the business.

Julio died in 1993 and Ernest is now 97 and no longer actively involved. Gallo Family Vineyards is now run by Ernest's son Joe, 65, and employs nine family members, the most high profile being Matt and Gina Gallo, Julio's children and Stephanie Gallo, Joe's daughter.

Stephanie, the director of marketing, told Harpers: 'This is a global rebranding, starting now with transitional packaging and working towards 2008 when it is the company's 75th anniversary. This may not be a big deal by European standards but by US standards, it is big.

'We are starting with Sierra Valley and Turning Leaf but Gallo brands span $5 to $70 [3 to 40] so we hope consumers will start with Sierra Valley and eventually trade up to our Sonoma and Estate ranges.

She added: 'We have found that the whole concept of family is an extremely powerful one and resonates with almost everyone.

It is a universal truth that there is something special about family. People long to be part of a family and today it is different in that "family" can include friends and neighbours. And with that wine brings people together.'